Digital Dialog Marketing
Niveau
second cycle, Master
Learning outcomes of the courses/module
Students are able to analyze the media and the possibilities of digital dialog marketing, present their advantages and disadvantages based on examples and select the instrument that is suitable for the respective marketing target.
Prerequisites for the course
not applicable
Course content
The course provides an overview of the media of digital dialog marketing, its possibilities, framework conditions and risks, discusses differences with respect to classic dialog marketing and addresses the particularities of social, mobile and direct marketing. E-mail marketing is another focal point. In addition to theoretical input, implementation in marketing practices is also analyzed based on case examples. Students gain practically relevant experience in the usage of digital dialog marketing through exercises. The course provides the foundation for the consolidation “Social Media I & II”.
Recommended specialist literature
- Alpar, A., & Wojcik, D. (2012): Das große Online-Marketing Praxisbuch. Data Becker
- Lammenett, E. (2017): Praxiswissen Online-Marketing - Affiliate- und E-Mail-Marketing, Suchmaschinenmarketing, Online-Werbung, Social Media, Facebook-Werbung. 6. Auflage, Springer Verlag
- Lammenett, E. (2017): Praxiswissen Online-Marketing - Affiliate- und E-Mail-Marketing, Suchmaschinenmarketing, Online-Werbung, Social Media, Facebook-Werbung. 6. Auflage, Springer Verlag
Assessment methods and criteria
Seminar work
Language
German
Number of ECTS credits awarded
5
Share of e-learning in %
20
Semester hours per week
2.5
Planned teaching and learning method
lecture, group work, presentation and task discussion
Semester/trimester in which the course/module is offered
1
Name of lecturer
Prof. (FH) Dr. Wolfgang Reitberger
Academic year
1
Key figure of the course/module
DMB.2
Type of course/module
integrated lecture
Type of course
Compulsory
Internship(s)
not applicable